Mobile devices, mobile phones and PDA's are one of the last great forms of viral advertisement ideas. However, we have become professionals at filtering anything, our air and water, our e-mail and pop-ups, and our mobile phones as well. We are decent at filtering.

The concept of unnecessary mobile marketing and mobile advertising running through mobile website marketing on our Blackberries is abhorrent. Mobile phones are the ideal opt-in medium and, therefore, a good way for marketers to interact with users - if that's what the users like. "WANT" is the key word at this point. How should marketers approach the medium? There are 3 basic ways to achieve this. They are:

1. Present exclusive material. Anyone can offer ring tones. It's the exclusive content, for example exclusive mobile images of new brand ideas, that makes interest and calls them out in other media like e-mail campaigns, newsletters, websites, and so on. So a wireless campaign is most effective when it provides exclusive content for mobile phones.

2. Make it useful and suitable. Consider what would be handy and helpful to have on a mobile device. Last year, for instance, Food Network enabled Sprint users to download shopping lists for their Thanksgiving dinners. There was a lot of "Sprint-envy" going around among non-sprint users.

3. Clearly explain objectives. Typically, one of two business plans drives successful mobile experiences: incremental profit of brand intimacy. On the intimacy factor, a text message often takes priority over practically any other form of communication. Why? As we haven't yet been flooded with mobile spam, and this is what causes us to focus on wireless messaging over voice.

Mobile marketing has been around for a while but we marketers have new area to explore. Video provides great opportunities for engagement. Customers already skip their filters for highly useful or exciting content and will do so for rich exclusive, convincing content.

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